From durability to intuition: How TUMI is redefining modern luxury

In a high-end market driven by novelty, durability has almost become an overlooked value — but for TUMI, it is one of the brand’s most valuable assets. While most brands compete through shifting styles and viral narratives, TUMI has always placed performance at the center, building its foundational language through premium, performance-driven materials and innovative design. Founded in the United States in 1975, the brand has now passed its half-century mark. In its early years, TUMI focused primarily on leather goods before turning its attention to high-end luggage and travel accessories. In 1983, the company became the first to introduce military-grade ballistic nylon to the luggage industry, launching its ballistic nylon collection and laying the groundwork for the iconic Alpha series. Originally developed for military use, the material offered wear resistance several times stronger than conventional fabrics, establishing durability as one of the brand’s defining principles. Also in the 1980s, TUMI introduced soft-sided briefcases that became known for their innovative organizational design. With 12 carefully structured compartments, the brand broke away from the industry’s rigid and one-dimensional approach, bringing functionality and human-centered design together in luggage in a new way. This dual breakthrough in material and structure not only laid the foundation of TUMI’s product strength but also secured its position as a benchmark in high-end business travel — becoming a staple for elite professionals on the move. Yet, times continued to evolve, and so did TUMI users. At one point, they were suited executives, moving between airports and boardrooms. Today, they are content creators navigating cities and the outdoors, actors switching seamlessly between sets and personal pursuits, or executives balancing professional performance with everyday style. As people’s travel and professional needs changed, TUMI responded with continuous product iteration — from the lightweight innovations of the Alpha collection to the material breakthroughs of the 19 Degree series; from a focus on men’s business essentials to a full product line tailored for women. Behind these changes lies a consistent question: As customers’ identities become multifaceted, how should products evolve? For TUMI, this is far more than a simple product expansion. It represents a structural shift in how product planning serves multiple identities. Rather than launching isolated hits, the brand favors continued updates that elevate the core products, enabling them to consistently keep pace with the evolving needs of customers across the globe. The latest expression of this strategy is the newly launched Alpha series, unveiled earlier this year. Core pieces include a dual-opening, expandable carry-on, the TUMI Brief Pack, a dual-expandable travel bag, and a convertible crossbody. All retain the brand’s signature FXT ballistic nylon, and feature updated streamlined pockets, silent magnetic closures, and highly intuitive access systems — pushing travel efficiency to new heights for today’s high-performing customers. To celebrate the launch of the next generation of the Alpha series, TUMI hosted an event in Beijing highlighting the brand’s evolution from traditional business solutions to a broader luxury lifestyle offering. These moves signal a broader evolution for TUMI in the Chinese market. As the brand expands its reach while staying true to its performance-driven roots, it is navigating both a design challenge and a new phase of growth. For this feature, Jing Daily sat down with Aris Maroulis, TUMI’s Vice President for Asia-Pacific and the Middle East, and Global Creative Director Victor Sanz to discuss how the brand leverages design to navigate changing times while staying true to its core founding principles. Beyond business: A shift toward a multifaceted lifestyle Jing Daily: If you were to define TUMI’s brand essence in three keywords, how would you describe it? Aris Maroulis: The first keyword is performance. It is part of TUMI’s DNA and the essence of the brand. Performance is not only about durability; it also means continuous innovation and constant breakthroughs in materials. Every product we develop must prove itself in real-life scenarios — whether traveling, commuting for work, or navigating everyday routines. The second keyword is design. For us, design goes beyond appearance. It is about creating products that evolve alongside people’s lifestyles. Today, the boundaries between work and life are increasingly blurred. Our design approach captures these subtle shifts, ensuring that our products remain relevant across different moments of our customers’ daily lives, maintaining both practical value and an emotional connection. The third keyword is achievement. TUMI is connected to a community of people who are constantly on the go. They may travel frequently for business or leisure, but more importantly, they share a mindset — one driven by the pursuit of self-improvement and excellence in both career and life. In this sense, TUMI is not just a brand that accompanies its users on the road or in the air, but a reliable partner that supports them in moving forward and realizing their ambitions. JD: You’ve been with TUMI for over a decade. From your perspective as someone who has experienced it firsthand, how would you describe TUMI’s evolution over the past ten-plus years? Victor Sanz: When I joined TUMI, we were known primarily as a performance travel brand — built on durability, innovation, and functionality. Over the past decade, we’ve evolved into a design-driven luxury lifestyle brand with a very clear point of view on modern movement. We are in constant evolution alongside our customers, understanding how people actually move through the world — how work, travel, and personal life are blending together — and then designing a system that supports that reality emotionally and functionally. That evolution is reflected in our icons. 19 Degree became a sculptural expression of performance; TUMI Alpha became a blueprint for modern movement; and our women’s and lifestyle collections brought that same design intelligence into everyday life. Putting users first, engaging the next generation JD: During the design process of the next generation of the Alpha series, was there a defining moment when you realized, “This is the story TUMI wants to tell next”? VS: We were studying how our customers live — moving between cities, working remotely, traveling constantly, and carrying their life with them. We saw that the traditional definition of “travel” no longer existed. That insight reshaped TUMI Alpha. It became lighter, smarter, and more intuitive — from FXT Ballistic Nylon to silent magnetic closures and streamlined pocketing — all engineered to support movement without interruption. It’s not just an upgrade. It’s a new chapter in how TUMI defines luxury today, when your gear works so well that you don’t even realize it’s there. JD: TUMI’s latest Alpha series features two ambassadors with contrasting personas — F1 driver Lando Norris and Chinese actor Wei Daxun. How does this unusual pairing reflect the brand’s strategic vision? AM: Our brand ambassadors, Lando Norris and Wei Daxun, embody different dimensions of the high-performing new generation, offering a more nuanced understanding of TUMI’s brand essence and our customer. Lando represents performance and precision. Formula 1 is built on engineering, speed, and constant innovation. As one of the sport’s leading drivers, he reflects the same commitment to performance and forward momentum that defines TUMI. Wei, on the other hand, embodies performance and versatility. As an actor with remarkable adaptability, he moves effortlessly between roles while remaining authentic. This mirrors the diversity of TUMI products: they are not only designed for business, but seamlessly integrate into city commutes, leisure moments, short trips, and even outdoor adventures. JD: TUMI has introduced numerous collaborations and limited-edition collections in recent years. How do you determine whether a partnership can bring freshness while staying true to the brand’s core identity? VS: We approach collaborations through the lens of shared values rather than novelty. For us, it starts with alignment in mindset — how a brand thinks about design, performance, and the role of engineering in everyday life. McLaren is a strong example because both TUMI and McLaren operate with the same level of intention and discipline. Precision, performance, and attention to detail are foundational to everything we create. That alignment allows us to translate a shared philosophy into an elevated experience for our consumers — one that feels authentic, purposeful, and true to who we are. JD: When expanding to female consumers, has TUMI faced any challenges stemming from its traditional brand image? How do you ensure that a brand known for male business travelers is also embraced and appreciated by women? VS: We’ve never approached women’s growth as a departure from who we are. At its core, TUMI has always been about supporting how people move through the world with confidence, efficiency, and intention — and those values are universal. Our women’s collections are not reinterpretations of men’s products; they are purpose-built, guided by the same standards of performance and functionality, expressed through a different design lens. The result is a portfolio that feels relevant, modern, and authentic — because it reflects how women actually work, travel and live today. When a brand is clear about its values and disciplined in its design approach, expansion feels natural. That’s how we’ve ensured TUMI continues to resonate across audiences while staying true to our identity. Rooted in tradition, expanding in China JD: Brand rejuvenation often comes with the risk of diluting classic styles. How does TUMI attract the next generation of consumers while keeping its original core audience loyal? VS: Longevity comes from evolving with intention. We focus on staying true to our classic design codes like Alpha and 19 Degree, while allowing them to evolve with how people move today. You see that evolution in different ways. Sometimes it is a more expressive color. Other times, it is how an idea like 19 Degree expands from aluminum into lighter constructions, responding to new travel behaviors without losing its identity. We also look at how those same design codes can translate beyond luggage. The 19 Degree Bar Set is a great example of taking something iconic and applying it in a new context that still feels unmistakably TUMI. That balance keeps long-time customers connected to what they love, while inviting a new generation in through relevance and design. JD: What are the key drivers behind TUMI’s growth in the Chinese market? AM: First, we are steadily advancing our offline presence in China. For example, in July last year, we opened our first flagship store on Nanjing West Road, a prime shopping district in Shanghai. In addition, we have launched several large-format stores in key locations across Beijing, Chengdu, Shenzhen, and other major cities. These spaces not only allow consumers to experience the brand immersively and explore the full product range, but also provide access to personalized, bespoke services. At the same time, we are actively amplifying the brand’s voice. Initiatives such as special campaigns in China and the appointment of Wei Daxun as our Asia-Pacific Brand Ambassador are important ways for TUMI to strengthen its market recognition. Additionally, Chinese consumers have grown accustomed to online lifestyles, which means we need to meet them where they are. From Douyin to livestreaming, from emerging platforms to any new formats that may arise, we aim to have a relevant presence. Only by being where the younger generation spends their time can we truly engage and connect with them. JD: When entering second- and third-tier cities, does TUMI primarily replicate its first-tier city strategy, or develop a different “playbook”? AM: We are continuously expanding TUMI’s business footprint and brand influence in the Chinese market. Currently, we operate more than 80 stores in China, including airport locations. But this is just the beginning — we believe there is still significant room for growth. China is not only Shanghai, Beijing, or Shenzhen; it is made up of countless cities, many of which have yet to experience TUMI. Moving forward, we will pursue a dual approach: in core first-tier cities, we will open additional flagship stores to set the brand standard, while in second- and third-tier cities, we will adopt more flexible store formats, bringing TUMI to a broader market in a way that is tailored to each location. JD: What do you see as the biggest challenge in opening stores in different cities? AM: Our goal is not simply to increase the number of stores, but to identify the right locations. Each store must be situated in an appropriate commercial environment, surrounded by brands of complementary positioning, and foster strong relationships with landlords, local media, and other stakeholders. This is a prerequisite for TUMI’s entry into any city. Equally important is ensuring consistency in service and customer experience. TUMI has a very clear brand positioning, particularly in the areas of client experience, after-sales support, and product servicing, where it has developed distinct competitive advantages. Take after-sales service, for example — no matter which TUMI store you visit around the world, you should receive the same professional support for product repairs. This is not optional — it is central to the TUMI brand promise.

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From durability to intuition: How TUMI is redefining modern luxury